电子书用户怎样具有忠诚度?

电子书越来越流行,我们为什么会成为忠诚的电子书用户?是因为电子阅读技术的不断发展,是因为我们每天挤地铁无事可做,还是因为我们已经迫不及待地要分秒必争的吸取营养了? 这项研究中,研究人员从期望确定理论(ECT)、使用与满足理论(UGT)、创新与扩散理论(DT)出发,得出如下可改进市场营销的结论:1.用户之所以对电子书有着持续性使用习惯,主要是受“情感”和“认知”两大因素的影响;2.电子阅览器的设备体验和电子书内容质量是用户衡量“可用性”的主要标准;3.影响用户最大不满在于“易读性”;4.满足用户个性化目的的内容可以补偿用户因对“易读性”感知差而产生的不满。

【文章全文】Understanding e-book users: Uses and gratification expectancy model

Despite the increasing popularity of and interest in e-books, there has been little research  that evaluates book consumers’ actual interest in and preferences for digital content, and the factors that influence reading habits. To help fill this void, this study examines users’ experience of e-books in order to identify the areas of development, using  Uses and Gratifications Theory (UGT), Expectation Confirmation Theory (ECT) and Diffusion Theory (DT). The integration of these theories forms the basis of an extended  UGT Expectancy concept. Users’ responses to questions about cognitive perceptions and continuous use were collected and analyzed with various factors derived from the theories. The findings confirm the significant roles played by users’ cognitive perceptions and also suggest the importance of affective factors. In the proposed extended model, the moderating effects of confirmation/gratification and demographics of the relations among the variables are found to be significant. The model integrates current research on e-books and suggests a cluster of antecedents related to technology acceptance.


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